West, supported by the management team, was backed by private equity house Vespa Capital.

The new management team for the reviews and customer insights technology company comprises West as chief executive; Richard Sawney as chief finance officer; Paul Greatbatch as technical director; Steph Heasman as director of customer success; and James Winn as US vice-president of sales and operations.

The management team has acquired the shareholdings from Feefo co-founders, chief executive Andrew Mabbutt and chief commercial officer Matt Eames, along with that of chairman Nicholas Wheeler and the minority shareholders.

West said: “This deal is an important and significant milestone for Feefo, which is fast becoming one of the most disruptive and forward-thinking technology brands.

“This new investment will fuel our ambitious programme of enterprise-level expansion, while enabling further innovation within our market-leading data analytics and artificial intelligence capabilities.

“The continued evolution of our technology as a comprehensive customer experience management platform is enabling brands to make smarter business decisions every day.”

Mabbutt added: “Being a founder and part of the team and journey that has witnessed Feefo develop into a superior customer experience technology business has been brilliant.

“The buyout represents the next chapter for the brand, initiating even more growth and innovation. Feefo is a great business run by ambitious people and will no doubt continue to do amazing things.”